2013 Toyota Avalon : New direction?

While it’s far from the best-known Toyota model, the Avalon leads the pack in terms of luxury and price. Sales of this model have always been marginal in Canada, but the Avalon has been a bit more successful in the U.S. where the virtues of bigger cars are appreciated. Although it seemed likely that this model would simply be abandoned, Toyota still believes in it. In fact, not only is there a new generation for 2013, but the manufacturer plans to make it its flagship vehicle, inspiring buyers and representing the new Toyota. How’s that for a challenge!

As is the case with its rivals – the Nissan Maxima, Ford Taurus and Volkswagen Passat, to name but three – the Avalon is part of a segment that has seen tough times in the last few years, mainly since the advent of the luxury divisions (Acura, Lexus, Infiniti). Sure, the Honda, Toyota and Nissan vehicles are endowed with some attractive qualities, but for a similar price many drivers prefer a more prestigious logo. For some, when faced with a choice between an Avalon or a Lexus ES or between a Nissan Maxima or an Infiniti G, the choice is simple – especially since image and prestige remain a very important criteria when purchasing a car. When you buy a car, you’re also buying a style and a brand.

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The most American of all Toyotas

Be that as it may, the Japanese automaker firmly believes the Avalon deserves another chance because it is convinced that there are buyers out there who are seeking a high-end Toyota and aren’t motivated by prestige. And the manufacturer did its due diligence to give itself the best chance of success. For example, to make the Avalon attractive compared to a Lexus ES, they lowered the price by nearly $5,000 (-11%), making its base price $3,000 lower than the Lexus ES. They also upgraded the factory-standard equipment so you get a little more for your money. Too bad for the people who bought an Avalon in 2012!

To guarantee its appeal to North American buyers, the Avalon was conceived, designed and built in North America, making it undoubtedly the most American of all Toyotas. For 2013, the Avalon, still built on the same platform as the Camry and the Lexus ES, sees its size slightly reduced compared to the old model, thus giving it a more compact look. Its front and rear track width have been increased, too. Toyota wanted to distance itself from the previous generation’s very conservative style to try to attract more – and especially, younger – clients. With a much more contoured shape and curved roof, its looks are definitely more dynamic. What’s more, the drag coefficient has been greatly improved.

You’re unlikely to confuse the 2013 version with that of the old generation. In front, you’ll quickly notice the more imposing and higher-sitting new full-size grille. Its style is not unlike that of the new Ford Fusion. The other element that sets this new Avalon apart is its headlamps, which are comprised of four rectangular projectors and a strip of LED day-time driving lights. The tail end has also been refined with lights typical of those used at Lexus and the addition of a quadruple exhaust. The car is decidedly more modern, but a good deal more was needed to noticeably reduce the average age of buyers and change the how this car is perceived.

Good work inside

One of the car’s strengths is its interior. From the layout to the quality of its components, the dashboard is excellent in every way. You really feel like you’re in a luxury car. We like the smooth materials of the dash as well as its unique design, mainly because of the positively sculpted overlay and integration of elements.

The new eBin, a compartment that contains two 12-volt jacks and another for a USB connection, is integrated into the lower part of the dashboard. What makes it innovative is the fact that a soft cover can be lowered to hide the wires and electronic devices can be safely place on top.

The instrumentation is just as sensible, with a modern look that uses an LED display. Everything is easy to read and it features flawless ergonomics. The most commonly used controls are simple and accessible, and the more advanced functions are reserved for a multifunction system equipped with a touchscreen. This system proved very intuitive and a lot more pleasant to use than devices equipped with a tracking ball. As for the rest, we like the seats that, as always with Toyota, favour comfort but neglect support a tad too much. Thanks to the Avalon’s generous dimensions, the passengers in the back, even very tall ones, are afforded more than adequate space. Basically, there’s nothing to complain about in the passenger compartment.

Mechanically speaking, there’s nothing new. It features Toyota’s well-known 3.5-litre V6 and its 268 horsepower and 248 lbs.-ft. of torque. This engine transmits power to the front wheels by way of a six-speed automatic transmission. For the time being, all-wheel drive isn’t a possibility. As for the hybrid version available in the States, it won’t be offered in Canada. In any case, luxury hybrids still aren’t very popular.
The 2013 Avalon doesn’t pretend to be a sport sedan. Sure, it’s slightly sportier than it used to be, but it remains true to its roots and maximizes on-road comfort above all. This year, it’s getting power steering, which is quite often the death knell for thrills at the wheel, but in the case of the Avalon, it has been well-calibrated to minimize this effect.

The 268-hp V6 is well adapted to the car. Its performances are decent and its power ample, both in acceleration and when the time comes to pass another vehicle. And fuel consumption is a reasonable 8.3 litres per 100 km city/highway combined on average. In this segment, many buyers are seeking a “premium” engine that generates more power. Toyota, however, doesn’t offer this option, instead leaving the competition to worry about higher output. Its three driving modes, Normal, ECO and Sport, primarily modify the accelerator and steering settings.

When passion meets logic

Toyota has taken on the daunting task of awakening the passion that has been missing from its products for years while, at the same time, trying to ensure that its vehicles remain a logical choice. Nonetheless, Toyota has done such a good job with the Avalon that it could easily pass for a Lexus. The tougher challenge is going to be changing public perception of this car, especially here in Canada.